Supreme's New Collab Is Perfectly Retro

Collaborations are everything right now—from luxury fashion houses and cartoons to beauty brands and food products—so we’re hardly surprised by this latest addition to the weird world of brand mashups.

Smeg X Supreme

Domestic appliance manufacturer, Smeg, and high-end streetwear label Supreme have released a bright red mini-fridge created by the Italian appliance maker and branded by the fashion house.

The fridge combines Smeg’s retro aesthetic and Supreme’s of-the-moment skate vibe, with its logo covering the front of the fridge. The interior of the nearly 80-centimetre high fridge has LED lights and adjustable and removable shelves. Initially listed around $1,675, it’s already sold out almost everywhere, no doubt destined for chic home bars around the world.

supreme smeg mini fridge — supreme, Supreme Smeg Mini Refrigerator ($2,500)

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Past Collaborations

Co-branding is nothing new for either brand. Smeg has had a long-running partnership with Italian luxury clothing designer Dolce & Gabbana that sees their small kitchen appliances adorned with colours and icons of Sicily, the designers’ homeland.

Smeg has also teamed up with Disney to celebrate Mickey Mouse’s ninetieth anniversary with a retro fridge featuring an original drawing of the famous mouse reaching for the handle.

The brand has even collab'ed with Fiat 500 to create a bar fridge designed to look like the bonnet of a Fiat 500 car.

Supreme Collaborations

Supreme, however, is taking co-branding to the next level. As part of its Spring/Summer '21 drop, the streetwear brand has gone beyond apparel and accessories and has included a weird and wonderful range of products—some of which make sense as luxury goods, and some of which are a bit more off the wall.

Aside from the sell-out bar fridge, one of the other highlight products was the result of a partnership with Canadian company Sea-Doo to release a sticker-patterned jetski. Among the long list of past collaborations, Supreme has worked with a seventeenth-century Dutch ceramic producer; iconic furniture designer, Vitra; cereal brand Wheaties; and high-end bed linen producer Frette. It's safe to say the Supreme logo has been splashed all over everything from mugs to cameras and beyond.

This range of unexpected collabs follows last year’s Spring/Summer '20 accessories release, the highlight of which was a full-size Mac Tools Workstation, equipped with lock, ball-bearing track slides and power strips.

Instead of a jetski, the label's logo adorned a BMX dirt bike, and also co-branded with a pair of Leica binoculars, B.B. Simon belts, Leatherman multi-tools, Fujifilm Instax minifilm, and—strangely—Oreos biscuits and Ziploc bags.

While its list of collaborations seems like it was planned by pointing at random things on the street, the wide range of products with the Supreme logo on them kind of make sense.

Although it’s a high-fashion brand, it’s very much a counter-culture icon born on the streets of New York and intended as a lifestyle brand rather than a fashion label.

Here's to more collaborations: We can't wait to see what Supreme comes up with next.

Learn more about Smeg and the brand’s classic kettles, here.